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Some people believe that in today's world
yellow pages do not receive response like other advertising methods. This is true to some extent but not in totality. When talking about
traditional yellow pages, there has been a decline in number of people
opting for advertising in it. According to a recent report, even the
most attractive advertisement in a particular section is not getting
the response from callers like they used to get before. On the
contrary, the prices of placing ads in directories are on a rise, which
speaks a different, story altogether.
In reality different
categories are witnessing different rates of decline. Like the lawyers
category is seeing the maximum decline, where as emergency service
provider’s section has the same call rate. And sections like
mobile phones, real estate and furniture are seeing a rise due to the
increasing customer demand. Altering the size of the advertisement or
changing the look cannot do wonders any more.
Experts suggest that
relying on yellow pages to get customers is not enough. Other
options should be considered as well along with it. With the Internet
reaching every home, nearly half of the Internet users use the net
everyday. They prefer to buy stuff online, from the comfort of their
homes. Research should be done on the Internet to get reviews about the
product. People who do not usually shop online, are also
opting to shop online as information is provided at the click of a
mouse. It is easier for people to trust online sales sites as customers who have used the
product give their feedback about the product after using it.
A relatively newer
concept is the yellow pages going online. The good thing about them is
that they are updated frequently unlike the printed directories and can
be viewed from any part of the world. According to several researche studies
conducted, the response increased by twenty five percent every year. So
those who are interested to invest in yellow pages advertising can
think of going online. Directories are submitted to search
engines, which on typing a keyword or phrase bring the results. Small
and local businesses, too, can land on the pages brought by the result.
The cost of creating a website can be saved if all the relevant
information about the company is included in the online yellow pages.
Look out for the date to renew the directory listing, and if there is a
need to change the advertisement, it is not a big problem on online
yellow pages. Some starter websites offer to place advertisement in
their yellow pages for free. Search out for such websites on the
Internet.
Larger businesses can
start their own websites and place links in the online yellow pages.
Articles can be framed about the business and can be submitted to
Ezines and websites related to the area of business. Some websites also
allow posting articles for free. The purpose of the yellow pages is
basically to get potential customers but that doesn’t mean
that existing customers should be neglected. Steps should be taken to
strengthen the relationship with them and to retain their trust by
maintaining the standard of the products supplied to them. Once they
are completely satisfied, the price-rise won’t bother them
and they will talk about the company to people they know, which will
fetch new customers.
The objective is to work
smartly and select the right method of advertising. If a business
isn’t using any other method for advertising apart from using
yellow pages, it can cause problems and the products may not sell.
Analyze how much money is spent on placing ads in directories and
estimate whether the amount of customers the business gets is
desirable. Whenever a call is received from a potential customer, ask
them how they got to know about the enterprise. This will help to
analyze which advertising method is ideal for the business. It is never
late to correct the mistake and go for the right method.
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